{"id":{"repo_id":"reykjavik","oai_identifier":"oai:skemman.is:1946/50621"},"canonical_url":"https://search.dev.ndltd.org/etd/reykjavik/oai:skemman.is:1946/50621","repository":{"repo_id":"reykjavik","name":"Reykjavík University","base_url":"https://skemman.is/oai/request"},"display":{"title":"Exploring the impact of emotional appeals in advertising: Effects on message recall","abstract":"Emotional appeals have been found to influence message recall, yet prior research offers mixed conclusions on whether positive or negative appeals are more effective. For example, Akram et al. (2018) reported stronger recall for negative appeals, while Bolls et al. (2001) found the opposite. Furthermore, studies vary on the role of emotional intensity, some suggest high-intensity emotional appeals enhance recall e.g. research by Riemer & Noel (2021), while others argue moderate-intensity appeals more effective (Megalakaki et al., 2019). Much of the existing research is outdated and lacks examination of emotional valence and intensity together. Therefore, this study investigated the combined impact of emotional appeal type and intensity on message recall. A sample of 70 psychology students from the University of Reykjavík (21 male, 49 female, aged 19-32) viewed twelve advertisements varying in emotional valence (positive or negative) and intensity (low, moderate, high). Participants then completed a free recall questionnaire. Results showed that negative appeals led to significantly higher message recall than positive appeals. High-intensity advertisements also yielded higher recall than low and moderate ones. These findings suggest that both emotional valence and intensity play key roles in recall, with high-intensity negative appeals producing the strongest effect. Keywords: Advertisements, emotional appeals, emotional intensity, negative appeal, positive appeal, message recall.","abstract_html":"Emotional appeals have been found to influence message recall, yet prior research offers mixed conclusions on whether positive or negative appeals are more effective. For example, Akram et al. (2018) reported stronger recall for negative appeals, while Bolls et al. (2001) found the opposite. Furthermore, studies vary on the role of emotional intensity, some suggest high-intensity emotional appeals enhance recall e.g. research by Riemer & Noel (2021), while others argue moderate-intensity appeals more effective (Megalakaki et al., 2019). Much of the existing research is outdated and lacks examination of emotional valence and intensity together. Therefore, this study investigated the combined impact of emotional appeal type and intensity on message recall. A sample of 70 psychology students from the University of Reykjavík (21 male, 49 female, aged 19-32) viewed twelve advertisements varying in emotional valence (positive or negative) and intensity (low, moderate, high). Participants then completed a free recall questionnaire. Results showed that negative appeals led to significantly higher message recall than positive appeals. High-intensity advertisements also yielded higher recall than low and moderate ones. These findings suggest that both emotional valence and intensity play key roles in recall, with high-intensity negative appeals producing the strongest effect. Keywords: Advertisements, emotional appeals, emotional intensity, negative appeal, positive appeal, message recall.","abstract_has_math":false,"creators":["María Líf Magnúsdóttir 2002-","Díana Svava Arnarsdóttir 2002-"],"institution":null,"degree_name":null,"degree_level":null,"degree_discipline":null,"degree_department":null,"school":null,"contributors":["Háskólinn í Reykjavík"],"advisors":[],"committee_chairs":[],"committee_members":[],"year":2025,"date_issued":"2025-06-12T14:17:12Z","date_published":"2025-06-12T14:17:12Z","updated_at":"2026-07-27T20:36:15Z","subjects":["Sálfræði","Auglýsingar","Tilfinningar","Psychology","Commercials","Feelings"],"languages":["en"],"rights":[],"rights_urls":[],"identifier_entries":[]},"links":{"outbound_url":"https://hdl.handle.net/1946/50621","outbound_label":"Handle","outbound_source":"dc:identifier.uri"},"metadata_groups":[{"id":"people","label":"People","entries":[{"key":"dc:contributor","label":"Contributor","values":["Háskólinn í Reykjavík"]},{"key":"dc:creator","label":"Author","values":["María Líf Magnúsdóttir 2002-","Díana Svava Arnarsdóttir 2002-"]}]},{"id":"academic_context","label":"Academic Context","entries":[{"key":"dc:date.accessioned","label":"Dc Date Accessioned","values":["2025-06-12T14:17:11Z"]},{"key":"dc:date.available","label":"Dc Date Available","values":["2025-06-12T14:17:11Z"]},{"key":"dc:date.issued","label":"Date","values":["2025-06-12T14:17:12Z"]},{"key":"dc:type","label":"Dc Type","values":["Thesis"]}]},{"id":"subjects_keywords","label":"Subjects and Keywords","entries":[{"key":"dc:subject","label":"Dc Subject","values":["Sálfræði","Auglýsingar","Tilfinningar","Psychology","Commercials","Feelings"]}]},{"id":"language_rights","label":"Language and Rights","entries":[{"key":"dc:language.iso","label":"Language (ISO)","values":["en"]}]},{"id":"identifiers","label":"Identifiers","entries":[{"key":"dc:identifier.uri","label":"Identifier URI","values":["https://hdl.handle.net/1946/50621"]}]},{"id":"additional","label":"Additional Metadata","entries":[{"key":"dc:description.abstract","label":"Abstract","values":["Emotional appeals have been found to influence message recall, yet prior research offers mixed conclusions on whether positive or negative appeals are more effective. For example, Akram et al. (2018) reported stronger recall for negative appeals, while Bolls et al. (2001) found the opposite. Furthermore, studies vary on the role of emotional intensity, some suggest high-intensity emotional appeals enhance recall e.g. research by Riemer & Noel (2021), while others argue moderate-intensity appeals more effective (Megalakaki et al., 2019). Much of the existing research is outdated and lacks examination of emotional valence and intensity together. Therefore, this study investigated the combined impact of emotional appeal type and intensity on message recall. A sample of 70 psychology students from the University of Reykjavík (21 male, 49 female, aged 19-32) viewed twelve advertisements varying in emotional valence (positive or negative) and intensity (low, moderate, high). Participants then completed a free recall questionnaire. Results showed that negative appeals led to significantly higher message recall than positive appeals. High-intensity advertisements also yielded higher recall than low and moderate ones. These findings suggest that both emotional valence and intensity play key roles in recall, with high-intensity negative appeals producing the strongest effect. Keywords: Advertisements, emotional appeals, emotional intensity, negative appeal, positive appeal, message recall.","Sýnt hefur verið fram á að tilfinningar hafi áhrif á upprifjun skilaboða, en fyrri rannsóknir eru ósammála um hvort jákvæðar eða neikvæðar tilfinningar séu áhrifaríkari. Til dæmis sýna niðurstöður Akram o.fl. (2018) að neikvætt hlaðin skilaboð skili betri upprifjun, en Bolls o.fl. (2001) benda til að jákvætt hlaðin skilaboð geri það. Einnig eru niðurstöður um áhrif tilfinningastyrks misvísandi. Flestar rannsóknir styðja að mikill tilfinningastyrkur bæti upprifjun t.d. rannsókn eftir Riemer og Noel (2021), en aðrar telja miðlungsstyrk skilvirkari (Megalakaki et al., 2019). Flestar rannsóknir eru þó gamlar og lítið hefur verið rannsakað hvernig tegund tilfinninga og styrkur þeirra virka saman. Þessi rannsókn kannaði því samverkandi áhrif tilfinninga og tilfinningastyrks á upprifjun skilaboða. Þátttakendur voru 70 sálfræðinemar við Háskólann í Reykjavík (21 karl, 49 konur, 19-32 ára). Þátttakendur horfðu á tólf auglýsingar með mismunandi tilfinningum (jákvæðar eða neikvæðar) og styrkleika (lágur, meðal, hár) og svöruðu spurningalista í kjölfarið. Niðurstöður sýndu að neikvæð skilaboð leiddu til marktækt betri upprifjunar en jákvæð, og að auglýsingar með háan tilfinningastyrk skiluðu betri upprifjun en auglýsingar með lágan og miðlungs. Þessar niðurstöður gefa til kynna að hár neikvæður tilfinningastyrkur hafi mest áhrif á upprifjun skilaboða og því skiptir styrkur og tegund tilfinninga máli í auglýsingum. Lykilorð: Auglýsingar, tilfinningaleg skilaboð, neikvæð skilaboð, jákvæð skilaboð, minni skilaboða, styrkleiki skilaboða."]},{"key":"dc:title","label":"Title","values":["Exploring the impact of emotional appeals in advertising: Effects on message recall"]}]}],"canonical_facts":{"dc:contributor":["Háskólinn í Reykjavík"],"dc:creator":["María Líf Magnúsdóttir 2002-","Díana Svava Arnarsdóttir 2002-"],"dc:date.accessioned":["2025-06-12T14:17:11Z"],"dc:date.available":["2025-06-12T14:17:11Z"],"dc:date.issued":["2025-06-12T14:17:12Z"],"dc:description.abstract":["Emotional appeals have been found to influence message recall, yet prior research offers mixed conclusions on whether positive or negative appeals are more effective. For example, Akram et al. (2018) reported stronger recall for negative appeals, while Bolls et al. (2001) found the opposite. Furthermore, studies vary on the role of emotional intensity, some suggest high-intensity emotional appeals enhance recall e.g. research by Riemer & Noel (2021), while others argue moderate-intensity appeals more effective (Megalakaki et al., 2019). Much of the existing research is outdated and lacks examination of emotional valence and intensity together. Therefore, this study investigated the combined impact of emotional appeal type and intensity on message recall. A sample of 70 psychology students from the University of Reykjavík (21 male, 49 female, aged 19-32) viewed twelve advertisements varying in emotional valence (positive or negative) and intensity (low, moderate, high). Participants then completed a free recall questionnaire. Results showed that negative appeals led to significantly higher message recall than positive appeals. High-intensity advertisements also yielded higher recall than low and moderate ones. These findings suggest that both emotional valence and intensity play key roles in recall, with high-intensity negative appeals producing the strongest effect. Keywords: Advertisements, emotional appeals, emotional intensity, negative appeal, positive appeal, message recall.","Sýnt hefur verið fram á að tilfinningar hafi áhrif á upprifjun skilaboða, en fyrri rannsóknir eru ósammála um hvort jákvæðar eða neikvæðar tilfinningar séu áhrifaríkari. Til dæmis sýna niðurstöður Akram o.fl. (2018) að neikvætt hlaðin skilaboð skili betri upprifjun, en Bolls o.fl. (2001) benda til að jákvætt hlaðin skilaboð geri það. Einnig eru niðurstöður um áhrif tilfinningastyrks misvísandi. Flestar rannsóknir styðja að mikill tilfinningastyrkur bæti upprifjun t.d. rannsókn eftir Riemer og Noel (2021), en aðrar telja miðlungsstyrk skilvirkari (Megalakaki et al., 2019). Flestar rannsóknir eru þó gamlar og lítið hefur verið rannsakað hvernig tegund tilfinninga og styrkur þeirra virka saman. Þessi rannsókn kannaði því samverkandi áhrif tilfinninga og tilfinningastyrks á upprifjun skilaboða. Þátttakendur voru 70 sálfræðinemar við Háskólann í Reykjavík (21 karl, 49 konur, 19-32 ára). Þátttakendur horfðu á tólf auglýsingar með mismunandi tilfinningum (jákvæðar eða neikvæðar) og styrkleika (lágur, meðal, hár) og svöruðu spurningalista í kjölfarið. Niðurstöður sýndu að neikvæð skilaboð leiddu til marktækt betri upprifjunar en jákvæð, og að auglýsingar með háan tilfinningastyrk skiluðu betri upprifjun en auglýsingar með lágan og miðlungs. Þessar niðurstöður gefa til kynna að hár neikvæður tilfinningastyrkur hafi mest áhrif á upprifjun skilaboða og því skiptir styrkur og tegund tilfinninga máli í auglýsingum. Lykilorð: Auglýsingar, tilfinningaleg skilaboð, neikvæð skilaboð, jákvæð skilaboð, minni skilaboða, styrkleiki skilaboða."],"dc:identifier.uri":["https://hdl.handle.net/1946/50621"],"dc:language.iso":["en"],"dc:subject":["Sálfræði","Auglýsingar","Tilfinningar","Psychology","Commercials","Feelings"],"dc:title":["Exploring the impact of emotional appeals in advertising: Effects on message recall"],"dc:type":["Thesis"]},"updated_at":"2026-07-27T20:36:15Z"}